How Do You Track a Brand's Performance?

How do you actually track a brand's performance or how do you track people's affinity for a brand? Like you mentioned, this is very qualitative. It's based on perception, which is not standardized. What I think about Coca-Cola is different than what you think about Coke. So we are mostly dependent on survey research. And so instead of just asking people's perceptions, we can actually use some metrics that are a little bit more system one oriented and getting at people's intuitive associations for a brand.